Why Labour lost:
Ed stood up to the press over phone hacking. They don't forgive you for that sort of thing.
Indeed he did. But that's not why he lost.
Alex Salmond probably has, by far, the worst press of any politician in the UK. Yet, under his leadership his party did the impossible at the last Scottish elections - they won a majority in a coalition parliament.
Alex, like ED, is far from being a natural in terms of personality and engaging with the public.
But what he did enjoy, and what Nicola now enjoys is the full backing of the party.
The Labour party spent the last 5 years bitching about their leader. And yup, the press were happy to help.
And now of course we will see the real Tory party. Prepared to be fucked.